The DOI matches its Crossref record; 2 of the 2 references it cites were found in a registry or an index.
The Differential Effects of Celebrity and Expert Endorsements on Consumer Risk Perceptions. The Role of Consumer Knowledge, Perceived Congruency, and Product Technology Orientation
Abstract
This paper examines the differential effects of celebrity and expert endorsements on consumer risk perceptions via three studies. Using source model theories, it is hypothesized that for high technology—oriented products there will be stronger effects of expert endorsers than celebrity endorsers in reducing consumer risk perceptions. In addition, for high technology—oriented products, there is likely to be an interaction effect between endorser type and consumer knowledge on respondents' risk perceptions. Such an interaction effect is likely to be absent for products with a low technology orientation. These hypotheses are supported by the first two studies. The third study examines the underlying theoretical processes of internalization versus identification and shows that the stronger effects of expert (versus celebrity) endorsers for high technology-oriented products is somewhat neutralized for certain types of perceived risks when there is high congruency between the celebrity endorser and the product.
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Cites
Ohanian, R. (1990) · Journal of Advertising · doi:10.1080/00913367.1990.10673191 · Cited by 4,043
Social categorization as a function of latitude of acceptance and series range.
Sherif, C. W. (1963) · The Journal of Abnormal and Social Psychology · doi:10.1037/h0043022 · Cited by 199
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Knoll, J., & Matthes, J. (2017) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-016-0503-8 · Cited by 601
Leung, F. F., Gu, F. F., & Palmatier, R. W. (2022) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-021-00829-4 · Cited by 580
When less is more: the impact of macro and micro social media influencers’ disclosure
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“Thanks for watching”. The effectiveness of YouTube vlogendorsements
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Metadata
- Authors
- Biswas, D., Biswas, A., & Das, N.
- Venue
- Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 2006-05
- Volume
- 35
- Issue
- 2
- Pages
- 17-31
- ISSN
- 0091-3367 (ISSN-L)
- 1557-7805
- OpenAlex
- W1990680079
- Cited by
- 378
- References
- 2
- FWCI
- 17.60
- Type
- journal article
- Language
- en
- Open access
- closed
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- Biswas, D., Biswas, A., & Das, N. (2006). The Differential Effects of Celebrity and Expert Endorsements on Consumer Risk Perceptions. The Role of Consumer Knowledge, Perceived Congruency, and Product Technology Orientation. Journal of Advertising. https://doi.org/10.1080/00913367.2006.10639231
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
